Design Thinking and Leadership by Tiffany Apatu

Hello. I’m Tiffany.

Experienced design professional with more than 20 years specialising in product design, strategy and leadership.

I love collaborating and working with people, creating things that people love and need… and eating Japanese food.

I specialise in:

  • Design Leadership
  • Design and Product Strategy 
  • Customer Research and Experience Design
  • Interaction and User Interface Design
  • Testing, Analytics and Optimisation
  • Creative Direction


2015 - Now
AVP @ PCCW Global
2010 - 2015
Head of Digital @ Flight Centre
Senior UX Consultant @ PeakXD
2007 - 2010
Customer Experience Specialist @ Virgin Australia
2004 - 2007
Online Customer Experience Advisor @ Suncorp

I lead a small but mighty global team of product designers for PCCW Global: a global connectivity and technology company. Console Connect is our flagship product. Console Connect continues to evolve. It is the work I am most proud of and has provided the most challenging and rewarding experiences of my career.

Intro to Design Thinking training course 2021

PCCW Global Team 2015 to now

Console Connect www 2020

Console Connect web app 2018

byojet booking engine 2018

Console web/mobile app 2016

Console www 2016

Flight Centre Travel Shop App 2015

What makes me tick…

People focused.

Understand people’s needs, motivations, pain points and limitations. Focus on what they want and need and the rest will come.

Don’t distract. Delight.

Don’t get in the way of what people need to know, understand or do but always look for opportunities to delight them.

Less is more, More is less.

Always learning.

Never stop learning. Be truly open-minded. Commit to continuous improvement.

Collaborate. Be clear, be kind.

Design cannot happen in a vacuum. Collaboration, feedback and iteration are essential to success. Really listen to critique. Give constructive and considered feedback. We make each other better.

Work hard.

Great design comes from patience and hard work, not luck, not a flash of genius.

Tiffany really understands how to run collaborative projects, especially by managing the people that participate in them. She provides excellent guidance and structure, while ensuring that team members have freedom to articulate new ideas and solutions. She understands how usability maximises value to both the user and the organisation and is an asset to any user experience project.

Christopher RoosenCollaborative know-how

Tiffany is highly creative and developed practical online solutions meeting both customer and business needs. Tiffany brings a unique perspective to the areas of usability, customer experience, business analysis and design. She is hard working and committed to getting the job done right…

James JohnsonCreative and hard working

Tiffany is an outstanding online professional with a high quality combination of online technical knowledge, design skills and management talent. She has exemplary skills in web design, user-centred design and processes, online writing, marketing and promotion, project management and internal and external stakeholder management.

Jane WoodleyWell-rounded skills